*** PRESS RELEASE- FOR IMMEDIATE RELEASE***
20th March 2026
New Data From Phorest Reveals Growing Impact of Co-Branded Marketing for Salons and Brands
Phorest’s On Behalf Marketing solution delivered nearly 4 million client emails in 2025, boosting brand visibility & driving footfall into salons.
New data from Phorest Software highlights the growing role of collaborative marketing between professional brands and salons, as businesses across the industry look for more effective ways to engage clients.
Phorest’s On Behalf Marketing (OBM) solution, which enables professional brands to run co-branded email campaigns through participating salons, saw significant growth in 2025, with hundreds of Phorest salons opting in and millions of client emails delivered worldwide.
These figures reflect a growing trend across the professional hair and beauty industry, with more salons working closely with their product brands of choice to bring professionally designed, campaigns directly to their clients.
OBM in Numbers
Across 2025, OBM campaigns generated measurable marketing results for both brands and participating hair and beauty businesses:
- 530+ Phorest salon, spa, and clinic businesses opted in to campaigns
- Close to 4 million client emails were delivered worldwide
- Average open rates stood at 44% (vs 29% average*)
Since launching its pilot campaigns in 2023, OBM has grown into a successful and ever-growing marketing channel used by some of the industry’s leading brands, offering a range of benefits for the brands involved as well as the salons that participate.
Engagement Beyond the Inbox
One of the major wins associated with OBM is that the campaigns are designed to drive action in salons. Using benefit-focused messaging and professionally designed creatives, 2025 saw the following engagement results for participating salons, clinics, and spas:
- Average click rate: 1.7%
- Average click-to-book rate: 4.2%
Speaking on the success of running OBM campaigns in her business, Allyson Hurley of Hair & Co. BKLYN, a multi-location salon based in New York, said: “I was so excited to be able to have some of the brands that I work with have really polished brand-specific marketing that could help me really grow my business… Not only is the marketing creative and polished, but we saw over a 45% open rate to our clients that the OBM emails went out to.”
A Collaborative Approach
What makes OBM special is that each campaign is developed through collaboration between professional brands and Phorest’s in-house marketing team, ensuring messaging aligns with brand goals and salon audiences.
“The relationship that salons have with their clients is powerful,” said Avril Kealy, Global Partnerships Content Manager at Phorest. “OBM helps salons nurture these relationships, while also allowing brands to get involved in a way that feels authentic, helpful, and relevant. It’s a win-win for everyone involved!”
For salon owners, the campaigns provide professionally created marketing content that integrates directly into their client communications with no added work, while brands benefit from reaching highly engaged audiences within the professional channel.
With OBM continuing to grow year on year, Phorest expects collaborative marketing initiatives like this to play an increasingly important role in connecting brands, salons, and clients across the professional beauty industry.
Interested? Visit phorestpartnersnetwork.com to learn more or register your interest.
*typical open rates for marketing campaigns managed independently by Phorest salons, clinics, & spas
